Some people ASSUME that, “The best way to do Facebook marketing is through fans and pages.” It’s not.
Fan-oriented marketing was one of the main Facebook marketing strategies for years, but eventually most people realized that fans don’t always respond the way you want, and might not be your best new customer prospects.
The good news is: you don’t have to market to your fans. There’s a better way.
The main problem is organic (non-advertising) visibility. Once you get fans, not enough of them see your posts to make it worthwhile. You have to advertise to your fans to reach them! But who wants to do that?
Should you still have a fan page and fans? Yes! I recommend:
- Have a fan page because that will allow you to run newsfeed ads.
- Keep posting and finding out what posts your fans like and don’t like. Monitor your engagement rate and improve it by doing more of what works and less of what doesn’t. You can get your Engagement Rate (the % of fans who both see AND interact with your posts) up to 30% at times if you consistently, diligently, strategically create posts and discover what they like.
- Run FB ads to your fans, because they still love you and need to see your latest stuff. But this is just one audience you should advertise to.
But don’t rely on unadvertised page posts to get you results you want. You’ll reach 10% or less of your fans that way. Yes, there are some exceptions, especially in pages with less than 20,000 fans… but NO fan pages are reaching over 50% of their fans organically. When you start advertising, you should see a 10x increase in your Facebook post visibility- and often more than that.
But don’t boost posts if you want website traffic or conversions. Boosted posts are mainly shown by FB to people who interact with posts more than they click to websites. They work for post interaction, but that’s about it. If you have goals beyond awareness and engagement, use website conversion ads from the Ad Manager.
The formula for Facebook lead gen success is simple:
- Advertise. There’s no way around it.
- Advertise to both warm and cold prospects.
- Warm prospects are fans, opt-in email lists, people who’ve viewed your videos on Facebook, people who’ve interacted with your posts or ads on Facebook and website visitors (retargeting).
- Cold prospects are people who don’t know your brand yet: interest targeting, demographic targeting, behavior targeting, and lookalike audiences.
- Typically, retargeting and lookalike audience convert the best.
- Make sure your webpages or landing pages convert visitors into leads effectively. They should convert over 10% of your warm prospects and at least 2% of your cold prospects.
- Make sure your lead forms, notifications and pipeline into your CRM (if you use one) are working properly.
- Put a lot of creative, unique ideas into your ads. Learn what your prospects respond to and don’t. And then for each segment of your prospects (ad sets and targeting in Facebook ads), find out what they respond to that’s unique. Your creative strategy for cold ads probably is going to be different than your warm ads.
Those are the basics! Get to work, or reach out to us for help!
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.